advertising unit 5. 2 advertising the act of a company paying to promote their ideas, products, or...
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Advertising
Unit 5
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ADVERTISING
The act of a company paying to promote their ideas, products, or services through mass media.
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OBEY YOUR THIRST
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THEY’RE GRRRRREAT!
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IT DOES A BODY GOOD!
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MILK
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DA DA DA DA DA I’M LOVIN IT!
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McDONALDS
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PROMOTIONAL ADVERTISING
Advertising designed to increase sales
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PROMOTIONAL ADVERTISING
The company used promotional advertising to sell more frozen pizzas.
Sales were very slow for the car company so they used promotional advertisements to increase sales.
FedEx was losing customers to UPS so they decided to do more promotional advertising in order to get customers to use their service instead.
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INSTITUTIONAL ADVERTISING
The process a company uses in order to create a favorable image and foster goodwill in the market place.
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INSTITUTIONAL ADVERTISING
Because of recent criticism about the high fat and cholesterol content in their food McDonalds used institutional advertising to promote a healthy diet menu and change their public image.
Through their institutional advertising campaign the cigarette company donated thousands of dollars to cancer research in hopes of looking better in the public’s eyes.
INSTITUTIONAL ADVERTISING
ADVERTISING CAMPAIGN
A group of various forms of advertisements coordinated to meet a specific goal of a company.
“Just Do It”
“You’re in Good Hands?”
“Imported from Detroit”
Call or Click today
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MEDIA
Agencies, means, or instruments used to convey advertising messages to customers.
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BROADCAST MEDIA
Advertising done through either the radio or television.
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Broadcast MEDIA
The company chose the television as their preferred media to promote their service
Broadcast MEDIA
Radio seemed to be the best media to use in order to spread the company’s message
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SPECIALTY MEDIA
Relatively inexpensive, useful items featuring a company's name or logo that are given away; also know as giveaways.
Specialty Media
Digital/Online Media
Least expensive form of advertising media. Forms include internet pop-up and banner ads as well as email and text messaging.
Digital MEDIA
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PRINT MEDIA
Advertising which uses newspapers, magazines, direct mail, directories and billboards.
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PRINT MEDIA
In order to reach only people in the Detroit metro area the company only uses the newspaper as its media source.
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PRINT MEDIA
HEADLINE
The phrase or sentence that captures the readers’ attention, arouses their interest, and entices them to read the rest of the ad.
HEADLINE
Here’s a quick way to break up a cold.Save $50 on your next shopping
purchase.LIMITED TIME OFFERDo you make these mistakes?HUGE SALE! It’s FINALLY here!You maybe missing something important.
COPYThe selling message of the advertisement
ILLUSTRATIONThe photograph, drawing or other graphic
elements used in an advertisement.
SIGNATURE
The distinctive identification of a business; also know as a logo
SIGNATURE
SLOGAN
A catchy phrase or words that identify a product or company.
SLOGANS
1. “Taste the Rainbow”2. “Drivers Wanted”3. “You are now free to move
about the Country”4. “____ Gives you wings”5. “What's in Your Wallet?”6. “Buy It. Sell It. Love It.”7. “Better Ingredients. Better
Pizza”8. “Finger Lickin’ Good”9. “Be All You Can Be”10. “Breakfast of Champions”
1. Skittles2. Volkswagen3. Southwest4. Red Bull5. Capital One6. eBay7. Papa Johns8. Kentucky Fried
Chicken9. U.S. Army10.Wheaties
Headline
Sig
natu
re
Illustration
Copy
Slogan
Example:
Headline? Copy?Illustration?Signature?Slogan?
Example:
Headline? Copy?Illustration?Signature?Slogan?
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